Smartphones and Tablets are the key stimulator for innovations in the area of Product Mobility. But how to bridge between the innovation cycles of mobile apps and product development. How can you manage the complexity without losing the users and running into exploding project efforts?Please find linked to my profile a presentation held at Droidcon NL last week with examples that demonstrate the key challenges to cope with when integrating Apps to a Product Development environment.

1. Avoiding Pitfalls when developing on Android for
Public
the Home, Automotive and Enterprise Environment
Dr. Peter Decker
23. October 2011
V 1.0
© 2011 Teleca AB

2. Teleca in 60 Seconds
Public
 Global leader in software engineering solutions for the embedded software
industry
 Serving customers in the Automotive, Mobile Device Industry, Medical, Consumer
Electronics, Internet, Operators, Silicon Industry, Broadcast Industries
 All leading technologies: Embedded End to End solutions
 User Experience, HMI, Applications, Mobile Internet, OS & Middleware, Chip level
 Mobile Linux (Android, MeeGo, Tizen, Limo), Symbian, Microsoft, QNX, RIM, Apple,
Proprietary
 2,000 employees in 11 countries and growing
 Blend of large-scale offshore services from Russia, India, China, & Poland with
local engineering in Europe, North America, and Asia
© 2011 Teleca AB

3. © 2011 Teleca AB Public
Teleca - What we do
3

4. Teleca around the world
Public
2000 employees in 12 countries
and growing Large-scale
offshore services from Russia,
Local engineering in Asia, NA India, China & Poland
and Europe
Sweden Finland
Russia
Poland
UK
USA Germany
China Korea
India
Japan
Australia
Scalable
Project Setup Teleca
Offshore
Team
Local
© 2011 Teleca AB
Teleca
Team
Customer
4

5. Teleca is constantly expanding its portfolio
Public
of leading customers in
Telcos
Mobile internet
services Media
industry
Enabling
platforms Automotive
Mobile- and Enterprise
consumer
Devices
© 2011 Teleca AB
5

6. How to make Money with Enterprise Apps ?
Public
Consumer Apps Revenue
Apps
$US 200 million
Merchandize IPO Value (2012)
$US 1 billion
Individual Service Apps
Revenue (2011)
Mobile Cloud Service $US 240 million
Product Extensions
Apps
Increased e.g.
€ 50 k * 1% * 10 000 =
Product Sales
€ 5 Mio / year
Increased e.g.
© 2011 Teleca AB
Product Sales € 20 billion / year
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7. Mobile Apps extend conventional products
Public
Consumer
Product
Product
Marketing Extension
Mobile
App
Enterprise
© 2011 Teleca AB
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8. Mobile products extensions in Automotive
Public
 Connected Automotive
Infotainment
 Music
 Contacts
Nokia Mercedes Valeo E-mobility
 Mirror Link Mirror Link mbrace park4u
 Remote Control
© 2011 Teleca AB
 E-Mobility Management
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9. Public
Mobile products extensions at Home
 Entertainment
 Convenience
 Door Opener
 Energy Management
© 2011 Teleca AB
 Safety and Security Google TV AVM Fritz LevelOne Verizon Hub
App Video Control 9

10. Confidential
Mobile Apps Enable new business models
Automotive
Create new service offerings
Create new points of Home
Mobile Apps are delivery
changing many
Consumer
industries due to Penetrate new geographies
their potential to
enable new
Media
business models Address new price points
Transport &
Logistics
Decrease cycle time
© 2011 Teleca AB
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Industrial

11. Public
Pitfalls behind Mobile Application Development
Product
Legal Pitfalls Development
Marketing
Customer Business Pitfalls
Technical Pitfalls
IS / IT
© 2011 Teleca AB
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12. Technical Pitfalls
Public
-> Mobile SW Development looks easy, but
Pitfall Counteraction
Pending network Perceived Performance counts:
reply Cache and wait signalling
Poor GPS Multiple Location providers
Processing power Split Algorithms between client
and server (e.g. SIRI, Shazam)
Memory Leak Extensive debugging
Multiple Devices Design for Testability
Design for porting
Battery Life Optimized Software
Architecture
OS updates Early testing on new releases
->
© 2011 Teleca AB
videos and material 12

13. Legal Pitfalls
Public
-> Pitfalls of Open Source
Pitfall Counteraction
Open does NOT mean FREE Build Architecture to protect own IP
Select your license with care
Invest in innovation
Applications Different development model Community engagement strategy
Media
Home Browser Messaging Contacts Phone NFC Applications Customer Applications
Player
Application Libraries
Underestimate upstream Develop a contribution policy
System Services
Location Notification Activity Resource View Media
Service 1
New Sensors
Framework
Protect your reputation,
New Services
Framework
Mgr Mgr Mgr Mgr System Framework
App Package Window Content Telephony
do not contribute bad code
NFC Service n Media
Launcher Mgr Mgr Mgr Mgr
enhancements
Maintenance is NOT free
Libraries Surface Mgr WebKit SQLite Android Runtime
Open
Media Frwk SSL Customer Libs JNI
GL | ES | VG
Exten Device Virtual
3rd Party Core Libraries
sions Machine
NFC LibC SGL FreeType NFC Lib
Hardware Abstraction Layer NFC Driver HAL Haptic Driver HAL HDMI Driver HAL Sensors HAL
Linux Kernel
FM Driver BlueTooth Driver Flash Memory Driver HDMI Driver USB
HW Specific drivers
© 2011 Teleca AB
Audio Drivers Accelerometer Driver GPS Driver WiFi Driver TV
Display Drivers
WVGA (4 – 5 in)
Compass Driver NFC Driver Sensor Drivers mDDR Driver Ethernet
QVGA (2.4 in)
WQVGA (4 – 5 in)
OLED (256x64 mono) Touch Ctrl Driver Power Mgmt Compass IC Driver Haptic Driver uSD Card Conn 13

14. Business Pitfall
Public
-> your motivations for mobile is unclear
Your CEO came with the idea Integral part of the Product Roadmap
Keep your corporate identity Adopt to your customers device
Do it yourself Want to go with a strong partner
© 2011 Teleca AB
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15. Business Pitfall
Public
-> Your Platform Decision is unclear
Dentists: others
US others
younger 34:
World 2011
Your Customer
Segment 2015:
© 2011 Teleca AB
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16. Question…
Public
Is it better to be everywhere fast
Or
Deliver extremely well on one platform first
© 2011 Teleca AB
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17. Business Pitfall:
-> Your effort / cost estimation
$ 20.000 $ 40.000 $ 70.000
© 2011 Teleca AB
$ 10.000 $ 30.000 $ 50.000
$ 10.000 $ 20.000 $ 40.000
Platform Size of App
Small Medium Big
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18. What does App development cost ?
Public
APP Failure critical
Impact to brand
Impact to customer base
impact to product revenue
impact to product cost
no impact
Click Demo
Standalone App
Performance critical App
Backend involved
Backend extensions needed
Backend security threats
APP Complexity
© 2011 Teleca AB
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19. What does App development cost ?
Public
severe APP Failure critical
impact Total Marketplace
1000 months
Total invest
> $ 9 bn
100 months
Source:
Visionmobile 2011
10 months
1 month
no
APP Complexity
© 2011 Teleca AB
impact
Click Demo Complex System 19

20. How to reduce App development cost ?
Public
APP Failure critical Structured suitable offshore
Quality and
Assurance open source
Structured strategy
Configuration
Management
Structured
Requirements
Management
Hybrid App
Development
Component
Re-Use
© 2011 Teleca AB
APP Complexity
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21. Public
Mobile Apps - integral part of your product
Requirements Quality
Assurance
Product
Offering
Mobile App
Development
Product
and Service
Development
System
© 2011 Teleca AB
Testing 21

22. Confidential
Teleca tips for success
• Take a position, solve a problem
• Focus on User Acquisition, Engagement AND Retention
– Prove by measuring how new features (or removing features) drives these key metrics
• Release early and often
– Apps can see > 80% of active users upgrade to your latest version within 30 days of
release. Updates also drive your users to re-engage with your app. Leverage this trend.
• Integrate social engagement channels (FB, Twitter, SFDC chatter etc)
– Mobile viral growth is still challenging. Integrate the available SDKs to spur social
distribution
• Build communication channels with your users to foster a community
– App store ratings are very binary (love/hate). GetSatisfaction, twitter and other channels
allow you to grow your voice and build app missionaries from your users
• Show focus by Platform and Devices
– Worry about multi-platform after you have a single platform working and growing user
© 2011 Teleca AB
base
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23. Dr. PETER DECKER
Senior Manager, Business Development
Confidential
Teleca Germany GmbH
Massenbergstrasse 9a
DE-44787 Bochum
Germany
Peter.Decker@Teleca.com
www.teleca.com
If you have questions
or
need further information?
Visit our stand
or
www.teleca.com
© 2011 Teleca AB
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